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If you buy an Audi e-Tron with only $3K off MSRP, you are getting ripped off. A quick search on Cars.com will reveal lots of brand new e-Tron's advertised for $10K-&12K below MSRP. And that might just be the starting point for further negotiations. With discounts like this, you can bet the manufacturer is offering dealers cash incentives to move them.